Europe is witnessing a new wave of cars on its roads – Chinese electric vehicles (EVs). However, these newcomers from the East aren’t just coasting; they’re faced with unique hurdles to navigate.

滚动发展

中国汽车巨头，如比亚迪, 尼奥, and SAIC’s MG are rapidly making inroads in Europe. Recent data shows that of the new EVs bought in Europe this year, Chinese brands account for a notable 8%, a rise from 6% the previous year and 4% in 2021.

But that’s just the tip of the iceberg. By 2025, at least 11 mass-market EVs from China are set to debut in Europe. It’s no wonder that Carlos Tavares, the top boss at major carmaker Stellantis该报告强调，中国价格低廉的电动汽车可能会 "入侵 "欧洲。

However, Chen Shihua, a key figure in China’s auto industry, offered a word of caution. “It isn’t that smooth for our automakers to go global,” he said last week. “We should pay attention to the risks … currently companies might be over-stretched, stepping into every region without a clear focus.”

Price Matters, But There’s a Catch

中国电动汽车在定价方面具有优势。中国电动汽车的平均售价不到3.2万欧元，而欧洲同类产品的售价约为5.6万欧元。但在欧洲销售汽车对这些品牌来说可能并不那么划算。

"物流、销售税、进口税以及满足欧洲认证要求都会增加成本。 Zeekr 在欧洲。此外，在欧洲处于领先地位的中国品牌 MG 也表示，由于港口拥堵，从中国向欧洲运输汽车面临挑战。

信任：巨大挑战

Brand recognition is a significant barrier. A recent survey revealed that a chunk of potential EV buyers in Europe don’t recognize Chinese brands. For instance, only 14% of surveyed Germans were familiar with BYD, a global EV giant. On the other hand, a whopping 95% knew about 特斯拉，10% 考虑购买。说到中国品牌，只有 1% （甚至更少）会考虑购买。

Aiways, a Chinese EV startup, admitted to avoiding advertising its Chinese roots, wary of European reservations about Chinese products. But there’s a silver lining: Chinese brands aren’t settling.

They’re striving to exceed European safety standards and offering test drives to give a firsthand experience to European buyers. Zeekr’s Fotinos believes that direct interaction can change perceptions.

"当他们接触到产品时......质量和规格要高得多。这让他们大吃一惊，"他说据报道评论

Chinese carmaker GAC even set up a design bureau in Milan, hoping to understand and adapt to European tastes. Aiways’ Klose emphasizes competing head-on: “The only way to get around (the stereotype) is to embrace the competition.”